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Red Bull - Strategic Project Management

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on 4 December 2014

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Transcript of Red Bull - Strategic Project Management

Growing market
Strategic Formulatio
“We don’t bring the people to the product. We make it available and those who love our style come to us.”jj
“We want to have the most creative ideas and do the best things so that they get into the media automatically”.
Project hierarchy
Stratos
Benefit map
Conclusions
Clear
established corporate
strategic formulation
What's next?
Strategic Project Management
History
Market overview
Strategy implementation
References
Dominjon Benoit
Guo Jiayu
Lambicchi Federica
Radisavljevic Tijana
Serrano Marcos
FOCUSED BUSINESS
Effective objective breakdown
Growing Competition
Keep on going
Sustainable Competitive advantage
1982:
Dietrich Mateschitz meets "energy drinks" in Thailand
1985:
Mateschitz and Chalerm Yoovidhya create Red Bull
1987:
Red Bull sells its first can in Austria
1993:
International expansion in Europe
1997:
International expansion in USA
New product: Energy drink (part of
“Functional drinks”
segment)
Functional drink market is valued in
€49.5 billion
(€70.5 billion by 2018)
Attractiveness to soft drink producers (especially Coca-Cola and Pepsi)
Monster
(Coca-Cola) is now
US market leader
in off-trade sales
High brand awareness
(already overtaken in US and Brasil in terms of volume sales by
Monster
)
(expected to grow more than 50% in volume terms by 2018)
(Third place as number of fan on Facebook)
Projects contribute
to corporate strategy and vision
"If we were to go public, the company would lose all of its benefits and in turn we would be left with numerous disadvantages.”
Cross SWOT Analysis
AGENDA
PURPOSE
Sense of
purpose
Strong message connected to
brand vision

Extreme
” marketing
Emotional impact
: move beyond ROI
More than growing the
bottom line
DESCRIPTION
Mission
: Transcend Human Limits
Goals
: Research & Record Setting
Alignment
with Red Bull
marketing strategy
COSTS
Overall cost: €50 million
Materials: €35 million
Team: €15 million
BENEFIT OUTCOMES
Record setting
Maximum vertical speed
: 843.6 mph (Match 1.25)

Fame
gained
Social media activity:
Facebook, Youtube, Twitter


Research findings
BENEFIT OUTCOMES
Thank you



TIMESCALE
Kick-off: 2005
Jump: 14th of October 2012
Company overview
History and Market overview
Strategic formulation
Cross-SWOT analysis
Strategy implementation
Project hierarchy
Stratos project highlight
Benefit mapping
Conclusion
Euromonitor International (2013) Red Bull gmbh in soft drinks (world) [online]. Passport, available:
http://www.euromonitor.com/medialibrary/PDF/RedBull-Company-Profile-SWOT-Analysis.pdf [accessed 10 November 2014]

Gschwandtner, G., (2004) The Powerful Sales Strategy behind Red Bull [online], available:
http://www.sellingpower.com/content/article/?i=1181&ia=9278/the-powerful-sales-strategy-behind-red-bull [accessed 27 October 2014]

MarketLine Industry Profile (2014) ‘Functional drinks in the United States’, MarketLine, August, 1-38

Red Bull GmbH (2014) The company behind the can [online], available:
http://energydrink-uk.redbull.com/red-bull-energy-drink [accessed 27 October 2014]

Redbull Stratos webpage (2012), accessible:http://www.redbullstratos.com [October 20th 2014]

Socialbakers website (2012) “Epic Jump Gives Red Bull Wings In Social Media”, accessible: http://www.socialbakers.com/blog/970-epic-jump-gives-red-bull-wings-in-social-media [November 2nd 2014]
“We want to have the most creative ideas and do the best things so that they get into the media automatically”.
Strategic Formulation
“We don’t bring the people to the product. We make it available and those who love our style come to us.”
Full transcript